Redefining the golden years with adventure, fun, and self-reliance.
Gurugram, Haryana, India: Antara AGEasy, the direct-to-consumer business of Antara Senior Care, has launched an inspiring new campaign, ‘Fun is Ageless’. This digital-first ad film series challenges traditional, sympathy-driven narratives about senior care and instead celebrates ageing as a time of independence, adventure, and joy.
Rooted in insights from customer immersion sessions with seniors, the campaign highlights that ageing is not a constraint but an opportunity to embrace life’s pleasures. It paints a vibrant, aspirational world where seniors confidently take on new experiences with the support of AGEasy products.
A Fresh Perspective on Senior Living
The ‘Fun is Ageless’ campaign comprises seven engaging ad films that showcase the limitless potential of life after 60. Instead of focusing on physical limitations, the films emphasize seniors leading fulfilling lives with enthusiasm and curiosity.
Rohit Bishnu Khatua, Executive Vice President & Chief Marketing Officer of Antara Senior Care, expressed the campaign’s vision: “Ageing should never be seen as a limitation, but as a liberating phenomenon of life. The ‘Fun is Ageless’ film series is more than just a campaign; it’s a movement to reshape the narrative around ageing. We aim to challenge stereotypes and inspire seniors and caregivers to see ageing as an opportunity for fun, adventure, and new experiences. Antara AGEasy is committed to enabling this journey by providing seniors with solutions that support their independence, comfort, and aspirations.”
The campaign’s first film humorously follows a father and his friends as they plan a trip to Goa but hesitate to ask his son for permission. To their surprise, the son not only encourages them but reassures his father that Antara AGEasy products will help manage his health conditions, making the trip possible.
Empowering Seniors with Innovative Solutions
AGEasy is India’s only dedicated senior care online and offline store, providing carefully curated products to enhance the well-being of elderly individuals. From lung health and joint support to fall prevention, AGEasy ensures seniors can manage chronic conditions while continuing to live independently. Part of the $5 billion Max Group’s Antara Senior Care, AGEasy is revolutionizing senior care with practical solutions that promote dignity, comfort, and an active lifestyle.
About Antara Senior Care
Established in 2013, Antara is the senior care arm of Max India Limited, operating across two primary sectors—Residences for Seniors and Assisted Care Services. Antara’s flagship senior living community in Dehradun is home to nearly 200 families, offering social, recreational, educational, wellness, and healthcare services. In 2025, Antara will expand with a second senior living community in Noida’s Sector-150, where 340 apartments will be available in the first phase. Additionally, Antara is set to manage senior living residences at Estate 360, Delhi-NCR’s first intergenerational community developed by Max Estates.
Antara’s Assisted Care Services include Care Homes, Care at Home, and AGEasy, addressing diverse senior care needs. With facilities in Gurugram, Noida, and Bengaluru, Antara’s Care Homes provide both long-term and short-term care for seniors requiring medical and nursing supervision. The Care at Home service, available in Delhi-NCR, Bengaluru, and Chennai, offers trained professionals who assist seniors in the comfort of their own homes.
A Movement to Redefine Ageing
By launching the ‘Fun is Ageless’ campaign, Antara AGEasy is setting a new benchmark in senior care, shifting the focus from dependence to empowerment. With its innovative products and progressive vision, Antara continues to champion the cause of enabling seniors to age with joy, dignity, and freedom.
For more details, visit Antara Senior Care’s website
